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Sprig Introduces the Greening of Women’s Sites April 23, 2007

Posted by David Card in Media.
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Washington Post Co.’s digital group, Washingtonpost.Newsweek Interactive, today rolls out a women’s lifestyle site with a green twist, Sprig. Created by the folks behind Rodale’s Organic Style magazine, Sprig will offer about half a dozen new stories a day, video, and an extensive database of eco-friendly products and services. It’s also got a little Daily Candy in it – a daily digital newsletter is almost more important than the site. WBNI execs say they’ve got 85,000 newsletter subscribers already, with minimal marketing (you’ll see co-registration at other WPNI sites).

Women’s content is feeling a little crowded these days, and Sprig doesn’t have a cross-media or social media angle (at least not yet). However, it looks slick, has good genes, and WPNI isn’t going to break the bank building it. It’s aiming to be some users’ second or third green site, and/or their second or third fashion site. WPNI’s digital sales force, about 35 to 40 strong, is behind Sprig, and the newsletter approach offers a site traffic-driver. And green is in. All looks promising.

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